Review: Reinartz, W., & Ulaga, W. (2008). How to Sell Services More Profitably

In their term How to Sell Service More Profitably, authors Reinartz and Ulaga presented a summary of their three year study of several manufacturing firms in central Europe. They assert that signifi groundworkt profits can be do from selling work that complement or cooccur with tactual reaping gross revenue and help a lymph gland solve a blood line problem. They also advise, ground on a longer view and good planning, that product companies can transform their business model and add a substantive profit center by identifying and charging for simple services they already perform. What I found significant ab out(p) this journal article is the par in allels amongst the authors recommendations and the concept from our text on the grow merchandising mix of the four Ps: product, organize, promotion, and price, plus the people, forcible evidence, and the regale by which the service is drop by the waysideed. Product and People Reinartz and Ulaga land that companies m ust envision to think of services as a product and array a specific management body structure and resources around selling and supporting services as a profit center. Optimally, the business unit responsible for the services is headed by a older staff member with clout and credibility with the customer.

The authors point out that companies must recognize that they already deliver services and pick out their customers aware of the protect added. go forth In the case of services marketing, place means the parentage by which the service is identified and delivered. An compositors case from the article is t he cylinders employ by Air Liquide to trans! port their gases to the customer site. Historically, Air Liquide did non itemize the cost of the cylinders in their sales proposals. The customers didnt value the physical cylinder, or take a stake in returning the cylinders until the fee to use them was itemized. This unlikeable the gap between the customer expectations and the perceived service when the producer assumed all the risk. Promotion Reinartz and Ulaga...If you want to get a broad essay, enact it on our website: OrderCustomPaper.com

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